Including customer orders; Sales forecast table; Sales summary report (monthly, quarterly and regional); Sales price level table; Inventory statistics; Accounts receivable statistics.
Customer orders should be classified by industry, region, delivery date and product specifications; The sales product forecast table should be divided into product type, possible evaluation value, delivery date, year, quarter and month, and if there are many batches, it should be divided into weeks; The sales summary report should be statistically detailed, divided into products, time periods, regions and personnel; The sales price level table should be able to see the price status, profitability and profitability of large-scale products by region and personnel, from which the contribution profit value of a certain region can be seen; Inventory statistics table should count the internal product supply situation one by one, pay attention to the coordination with sales forecast table, and pay attention to the dynamic changes of inventory, such as complex product specifications, frequent delivery, short inventory cycle statistics, etc. It is best to make statistics daily with the help of computer information system. Accounts receivable statistics should be classified by age and used in combination with customer credit analysis.
The result data provided by the above statements should be institutionalized and counted regularly, and all the data will be meaningful only after collection, induction and comparison.
The core of the internal reporting system is the order collection cycle. This is not only to collect market intelligence, but also to analyze the internal operation of enterprises, which is the basic work of marketing management.
Important data is always around.
Second, the external intelligence collection system. We should start from five aspects:
1. Consumer survey. We should pay attention to the collection from the perspective of consumers, understand their wishes and needs, and do not "translate" their wishes and expressions into manufacturers' ideas, but be objective. For industrial products, we should pay attention to: customers require the functional requirements of our products in their overall products, and if possible, we should actually operate how customers use our products.
2. Industrial market survey. Collect the development, present situation, trends and living conditions of the industry as much as possible, pay close attention to the application of new technologies in the industry, and also pay attention to industry-related trends, such as the impact of real estate on the building materials industry.
3. Competition survey. In the investigation of competitors, we should pay attention to analyze their market behavior laws, especially the changes of major operators and other trends. It should be reminded that competition not only comes from the most similar products in the same industry, but also comes from threats from suppliers, customers, substitutes, new competitors and so on. Due to the different industries in which enterprises are located, they should be different. In some industries, new technologies are constantly emerging, and products are rapidly updated. The threat of substitutes has become the main competitive pressure and should be listed as the focus of competition investigation.
4. Marketing channel survey. Make special records on the products, cooperation and main operators of the members of the market network, such as the region, quantity, scale, nature, marketing ability and credit rating, which replace competitors, and conduct dynamic surveys and updates on a regular basis (such as half a year).
5. Macro-environmental survey. We should pay attention to the changes in the economic environment, especially the impact of the development and changes of major industries on this industry. Some industries react quickly, such as changes in oil prices. China's economy is still in the transition period, and all laws, regulations, policies and functions of government departments are changing. We should pay attention to the collection, the requirements of industrial development trend and the strength of government behavior. For example, the requirement of environmental protection has become a line of life and death for many industrial enterprises (such as small chemical enterprises).
Collection of external information
1. Collect and read books, newspapers (economic) and trade publications by yourself, arrange special personnel to do briefing work, and collect valuable information for circulation and analysis; Talking with outsiders, including suppliers, customers, distributors and other outsiders, may get important information in small talk; Talk to people inside the company, such as purchasing staff, delivery staff, sales assistant, etc. You can also put forward requirements in company management, such as letting employees record information on the working day report.
As salespeople serve the front line and are most sensitive to market reaction, we should attach importance to their role. In the work of sales staff, intelligence gathering is listed as one of its basic tasks and included in the assessment.
3. Encourage dealers to collect and provide information, consider incorporating dealer information collection into annual assessment indicators, and give appropriate rewards. When dealers think they are involved in the development of enterprises, their enthusiasm will be much higher.
4. Buy information. This is divided into two types: one is to buy from authoritative professional intelligence agencies, although the price is higher, but it is worthwhile after all; The second is to buy from industry veterans. This method is more flexible, and you can ask for an in-depth investigation of a certain problem, but one should choose the right person and the other should handle the cooperative relationship well.
5. Buying professional news bulletins, national economic statistical yearbooks and industry statistical yearbooks has certain reference value and should be summarized as good information beneficial to enterprises.
6. Dress up as a customer to visit competitors, not only to learn what competitors are good at, but also to find out what competitors ignore in time, because this is often an opportunity.
Market research and intelligence gathering is an important job, which is worth spending energy on. To do this work well: first, there must be a special person in charge; The second is to classify records, register and sort them out, and adjust them dynamically; Third, all foreign affairs personnel should be trained in all aspects and told how to collect information and what information is useful. This work is not complicated, as long as you do it with your heart.